Brendan Malloy and Emmett Malloy of HSI directed this spot commemorating the 50th anniversary of Gatorade. Conceived by a creative team at TBWAChiatDay, Los Angeles, the ad opens with a shot of the 1965 Florida Gators football team, the birthplace of Gatorade, and continues through a montage of 50 iconic sports moments related to the brand, a countdown often related to the uniform numbers of famous athletes such as #16 for Hall of Fame quarterback Joe Montana.
“50” will have a digital extension allowing users to dive into the backstories of several moments featured in the TV commercial at: Youtube.com/Gatorade
CreditsClient Gatorade Agency TBWA\Chiat\Day, Los Angeles Stephen Butler, chief creative officer; Brent Anderson, executive creative director; Renato Fernandez, Gustavo Sarkis, Mark Peters, creative directors; Doug Menezes, associate creative director; Sarah Patterson, executive producer; Garrison Askew, integrated producer; Karen Thomas, executive project manager; Peter Ravailhe, managing director; Sarah Lamberson, Simon Nicholls, brand directors; Robyn Morris, brand manager; Scott MacMaster, group planning director; Martin Ramos, planning director. Production HSI Brendan Malloy, Emmett Malloy, directors; Roger Zorovich, exec producer; John Hardin, producer; Tim Hudson, DP. Stock Footage Research Stalkr Editorial Whitehouse Post Charlie Harvey, editor; Joni Williamson, exec producer; Jonlyn Williams, producer; Devon Bradbury, assistant editor. Post/VFX Carbon Marlo Baird Kinsey, exec producer; Chris Noellert, creative director; Chris Moore, Peter Mayor, Michael Vaglienty, Flame; Ryan Wehner, graphic design; Nick Vassil, associate producer. Music Beacon Music Sound Design Barking Owl Audio Post Lime Studios Rohan Young, mixer
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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